Commerce Media

Commerce media runs on first-party data. Make sure yours actually arrives.

Retail media networks are the fastest-growing segment in digital advertising. But if 30% of shopper events never reach advertiser platforms, your RMN is optimising on incomplete signals — and your advertisers are paying for it.

Request a DemoView Platform

$55B+

RMN market size

Commerce media is projected to exceed $55B in 2025, making it the fastest-growing ad channel globally.

30%

Signal loss from ad blockers

Client-side vendor tags are blocked by ad blockers and browser privacy features, hiding your most valuable shoppers.

7 days

Cookie limit kills frequency capping

Safari ITP caps JavaScript cookies at 7 days. Weekly identity resets make frequency capping and attribution impossible.

200ms+

Page delay per vendor tag

Each client-side vendor tag adds 200ms+ of page load time, directly reducing ad viewability and conversion rates.

Why signal quality matters for RMNs

Your retail media revenue is directly tied to data quality. Incomplete data means lower CPMs, worse attribution, and advertisers who leave.

Incomplete attribution = lower CPMs

If you can't prove a brand's ad drove a purchase, you can't charge premium rates. Missing conversion events mean lower CPMs and advertisers who question your data.

Ad blockers hide your best shoppers

Your highest-value, most tech-savvy audience is invisible to your retail media network. Ad blockers strip out vendor tags, making these shoppers unmeasurable and untargetable.

Slow pages hurt ad viewability

Every vendor tag delays page rendering. Slower pages mean fewer viewable impressions, lower ad engagement, and a worse shopping experience that reduces both media revenue and sales.

How Signal fixes it

Datafly Signal replaces the entire client-side vendor tag stack with server-side delivery that is invisible to ad blockers, faster for shoppers, and more reliable for advertisers.

First-party delivery

Events are sent from your own subdomain via a 5.2KB collector. No third-party domains, no blocked requests, no data loss.

  • Events bypass ad blockers completely
  • 100% of shopper events arrive at your server
  • First-party context preserves full referrer and URL data

Server-set 400-day cookies

Identity cookies are set via HTTP headers from your first-party domain, fully exempt from Safari ITP restrictions.

  • Frequency capping that works across the full shopper lifecycle
  • Attribution windows that span weeks and months, not days
  • Audience building with persistent, reliable identity

Zero vendor JavaScript

No vendor tracking scripts in the browser. The only JavaScript on the page is a single 5.2KB collector.

  • No tag-induced latency — pages load faster
  • Higher ad viewability from faster rendering
  • Better shopping experience drives higher conversion rates

Real-time server-to-server delivery

Conversion events reach advertiser platforms in milliseconds via purpose-built delivery workers with exponential backoff retry.

  • Conversion events reach GA4, Meta CAPI, TTD in real-time
  • Exponential backoff retry with dead letter queue
  • Per-vendor rate limiting prevents API throttling

From shopper to advertiser in milliseconds

Every shopper interaction flows through your own infrastructure before reaching advertiser platforms. You control the data, the identity, and the delivery.

Shopper BrowserPage views, clicks, purchases
Datafly.js5.2KB collector
Your RMN InfrastructureFirst-party subdomain
Datafly SignalPipeline Engine
Advertiser APIsGA4, Meta CAPI, TTD, etc.
Pipeline as Code

One event, multiple destinations

A single Add to Cart event is simultaneously delivered to your retailer analytics and the brand advertiser's conversion API. One collection point, multiple vendor-formatted outputs.

Each destination receives a purpose-built payload — GA4 Measurement Protocol for your analytics, Meta Conversions API for the advertiser — with the correct identity parameters, event format, and authentication.

  • Dual delivery: retailer analytics + brand advertiser in a single pipeline
  • Vendor-specific identity enrichment (_ga for GA4, _fbp/_fbc for Meta)
  • Shopper identity resolved and attached to every event
  • Version-controlled YAML — review in pull requests, roll back with a revert
rmn-add-to-cart.yamlYAML
# rmn-add-to-cart.yaml — Dual delivery: retailer analytics + brand advertiser
name: rmn_add_to_cart
integration: multi-destination
trigger:
  event: track
  conditions:
    - field: event
      operator: equals
      value: Add to Cart

transform:
  mapping:
    - source: properties.product_id
      target: item_id
    - source: properties.name
      target: item_name
    - source: properties.price
      target: price
    - source: properties.quantity
      target: quantity
    - source: properties.category
      target: item_category
    - source: properties.brand
      target: item_brand

  enrichments:
    - type: session
      fields: [session_id, session_number]
    - type: identity
      source: user_id
      target: shopper_id
    - type: vendor_id
      vendor: ga4
      cookie: _ga
    - type: vendor_id
      vendor: meta
      cookies: [_fbp, _fbc]

destinations:
  # 1. Retailer's own analytics
  - name: retailer_ga4
    format: ga4_measurement_protocol
    event_name: add_to_cart
    endpoint: https://www.google-analytics.com/mp/collect

  # 2. Brand advertiser conversion API
  - name: brand_meta_capi
    format: meta_conversions_api
    event_name: AddToCart
    endpoint: https://graph.facebook.com/v25.0/{pixel_id}/events
    auth: access_token

Closed-loop measurement

Server-side delivery enables deterministic conversion attribution between ad impression and purchase — the metric that determines your CPMs and advertiser retention.

Deterministic attribution

Every conversion event includes the same persistent identity that was present at ad impression. No probabilistic modelling, no statistical inference — direct, deterministic matching.

Full-funnel visibility

Track the complete shopper journey from ad impression through product view, add to cart, and purchase. Every event arrives with consistent identity across the entire funnel.

Cross-session attribution

400-day server-set cookies mean you can attribute a purchase to an ad impression that happened weeks or months ago. ITP no longer limits your attribution window.

Real-time reporting for advertisers

Conversion events reach advertiser platforms in milliseconds, not hours. Brands see campaign performance in real-time, increasing confidence and ad spend.

Higher CPMs from proven performance

When you can prove that ads on your network drive measurable, attributable purchases, you can command premium CPMs. Complete data is the foundation of premium pricing.

Advertiser self-service reporting

Because events arrive in standard formats (GA4 Measurement Protocol, Meta CAPI), advertisers see your RMN data in their own reporting tools without custom integrations.

Brand WorkspacesEarly Access

Let brands manage their own data

Register brand partners in your organisation and give each one a scoped workspace with controlled access to your first-party shopper events. Brands log in, connect their own integrations, and receive only the data you choose to share — with field-level privacy applied before anything leaves your infrastructure.

Self-service data monetisation built in. Charge brands for access to your first-party event stream and let them activate it across their own marketing stack — Facebook CAPI, Google Ads, BigQuery, and more.

  • Register brands and partners with scoped access to your event data
  • Control exactly which events and fields each brand receives
  • Field-level privacy: hash, mask, remove, or generalise PII before delivery
  • One-click PII presets — GDPR safe, Hash all PII, Remove emails, and more
  • Brands log in and manage their own integrations self-service
  • Monetise your first-party data — charge brands for access to shopper events

Brand Workspaces

Acme Sports

Meta CAPI, GA4

Active

2.4M events/mo

FreshFoods Co

BigQuery, Braze

Active

1.8M events/mo

StyleHouse

Setup in progress

Pending

—

PII Privacy Preset — Acme Sports

emailSHA-256 hash
phoneSHA-256 hash
ip_addressRemove
full_nameMask
cityGeneralise → region
Event FilteringEarly Access

Event-level filtering and delivery conditions

Control exactly when events are delivered to each integration. Set global filters that apply to every event, or per-event conditions that gate delivery on field values. Built into blueprints so vendor-specific defaults work out of the box.

Global and per-event filters

Apply filters at the integration level that gate all events, or set conditions on individual events for fine-grained control over what gets delivered.

Conditional delivery rules

“Don't send to Braze if email is empty.” Set conditions that prevent events from reaching a destination unless required fields are present.

Rich filter operators

Filter on any field with operators including is set, is not set, equals, not equals, contains, and regex matches.

AND/OR logic groups

Combine conditions with AND/OR logic to build filter expressions as simple or complex as your use case requires.

Blueprint defaults

Vendor blueprints ship with sensible default filters — Braze requires email, Meta CAPI needs at least one identity parameter. No manual setup needed.

Visual filter builder

Build filter rules in the management UI with a visual editor. No YAML editing required — point-and-click filter creation for non-technical users.

Delivery Filter — Braze Integration

emailis set
AND
eventnot equals“Page View”
AND
properties.currencyequals“GBP”

Frequently asked questions

What does Datafly Signal provide for retail media networks?
A complete first-party data infrastructure layer: real-time shopper events delivered server-side to brand-advertiser platforms (Meta CAPI, Google Ads, TikTok, LinkedIn) with field-level privacy controls per brand. The same upstream pipeline also feeds the retailer's own measurement and audience-building stack. One pipeline, multiple downstream consumers, all auditable.
How do brand workspaces work in a retail media context?
Each brand advertiser (or category, or store group) has its own workspace with scoped data permissions. The retailer central admin defines what each brand can see: which event types, which properties, which customer fields. Brand teams then self-serve their own Meta CAPI, TikTok Events, Google Ads integrations from their workspace, using the data their permission allows.
How does this handle the privacy / compliance complexity of multi-brand data sharing?
Three layers of control: (1) field-level transforms at the Org Data Layer apply to all delivery, including brand workspaces — PII is hashed or stripped per the central policy; (2) per-workspace permissions further restrict what each brand can receive, e.g. a workspace might allow product SKU but block customer email entirely; (3) per-event audit log records exactly what was delivered to which workspace, with the consent state at the time. Defensible to regulators and brand partners alike.
How does delivery latency compare to typical retail media data sharing?
Most retail media data sharing today happens via batch SFTP drops or weekly CSV exports, with 24-72 hour lag. Datafly Signal delivers events server-to-server in real time, typically 1-10 seconds from shopper event to advertiser platform. For closed-loop measurement and Smart Bidding optimisation, the difference between batch and real-time is meaningful: real-time signals enable same-day campaign adjustments instead of week-old retrospectives.
How does this integrate with retailer CDPs like Salesforce Data Cloud or Amperity?
Datafly Signal is the upstream collection layer. The same events that go to brand workspaces also go to your CDP for retailer-side identity resolution and audience activation. The combined architecture is: Signal collects → CDP resolves identity / builds audiences → Signal's brand workspaces deliver scoped data and audiences to advertiser platforms with field-level controls.

Related

Brand Workspaces

Multi-tenant workspace architecture with field-level controls and self-service integrations.

Meta Conversions API

How shopper events are delivered to Meta via CAPI with EMQ optimisation.

CDP Integration

Pair retailer-side CDPs with Datafly Signal for the full retail media data stack.

Industries: Retail

Retail-specific challenges and how Datafly Signal addresses them end to end.

Maximise your retail media revenue with complete, real-time data

See how Datafly Signal delivers every shopper event to every advertiser platform — with persistent identity, zero vendor JavaScript, and millisecond latency. Your data, your infrastructure, your competitive advantage.

Request a DemoView Platform